Ad Campaigns
Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’
MUMBAI: The Maha Kumbh 2025 in Prayagraj, a historic gathering of millions, isn’t just about spirituality this year—it’s also taking a giant leap towards sustainability.
Enter Coca-Cola India, whose ‘Maidaan Saaf’ initiative is not only cleaning up the grounds but also cleaning up its image (quite literally).
In partnership with PHD Rural Development Foundation (PHDRDF) and the Prayagraj Mela Authority (PMA), Coca-Cola India is turning waste into wonders, proving that recycling is more than just a buzzword.
From 21,500 jackets made of recycled PET bottles to women’s changing rooms crafted entirely from multi-layered plastic waste, they’ve taken trash and turned it into treasure.
When was the last time your jacket had a backstory?
At this year’s Kumbh:
. 21,500 recycled PET jackets were handed out to sanitation workers, boatmen, and waste volunteers.
.10,000 jackets for sanitation workers championing the Swachh Kumbh initiative.
. 10,000 life jackets for boatmen ferrying devotees across the river.
. 1,500 jackets for waste management volunteers.
These jackets don’t just look cool—they’re a walking billboard for the potential of recycling.
Who knew trash could look so chic?
Privacy is golden, especially at an event hosting millions. Coca-Cola has installed 1,000 changing rooms made entirely from recycled plastic along a 12 km stretch of the river ghats. But these aren’t your average cabins—each room is a work of art, featuring designs by Aravani Art Project, Gaysi Family, and Priyankar Gupta.
The aim? To make visitors rethink waste, one colourful illustration at a time. Plus, let’s not forget—these rooms are designed to be ventilated and, of course, Instagram-worthy.
What’s more innovative than a regular dustbin? A Reverse Vending Machine (RVM). Coca-Cola has installed these at railway stations, food courts, and hotspots around the city. Toss your PET bottle in, and voila, you’ve contributed to recycling on the go.
And for those needing hydration on their spiritual journey, hydration carts are placed every 400 metres, complete with waste bins and creative artwork that screams, “Recycle Me!”
PHDRDF CEO Vivek Vyas summed it up perfectly, “This partnership with Coca-Cola India embeds sustainable practices into the heart of the Kumbh. It’s a benchmark for a cleaner, safer, and eco-conscious future.”
Meanwhile, Coca-Cola India VP Devyani Rana added, “With Maidaan Saaf, we aim to show that discarded items can be transformed into valuable resources, uniting millions of visitors in a collective mission to reduce waste.”
If faith can move mountains, can it also move trash? Coca-Cola India, alongside its collaborators, is making a bold statement: sustainability isn’t a side gig—it’s the main act. By turning one of the world’s largest gatherings into an eco-friendly wonderland, they’re setting a benchmark for future events.
If Coca-Cola can turn its packaging into life jackets and changing rooms, what can you do with your waste?
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
